I saw one of those inspirational type posters earlier this week, and whilst I’m not normally a fan of such things (The only one we have at HQ is a picture of Alan Sugar pointing with ‘You’re Fired’ underneath) 😉 this one actually got me thinking…
The exact wording escapes me, but what the arty font and feel good picture was telling me basically boiled down to … “If you wish to be successful – copy success” … and while this of course is wisdom of a sort, you need to also apply some common sense but make sure you are actually copying the right things.
For instance, of you were looking for something on which to model the sales text for your latest project, you may think it wise to model it on the sales text of the best-selling product in the same field … but this, unfortunately, may well be the wrong thing to do.
You see, just because it’s the best-selling – it doesn’t mean it’s the best converting.
Let me explain … if a thousand people visit a website and ten buy, without reaching for the calculator we know we have a conversion rate of one percent. However, if only four hundred people visit a different website and eight are sold (giving us 2% conversion), the first website may have more sales, but the second is converting at twice the rate … so if you want the best sales page, you really should be copying that.
What you need to add into the equation as well as the product and the sales process is how much traffic it has received … and a major part of this; especially at a certain end of the market … is how appealing a particular product is to affiliates.
Those with a cynical eye could even look at the way some products are structured and suggest they were created with the affiliate in mind rather than anyone else, and the majority of the effort has gone into making something other people are willing to sell for you, and not creating the best product possible.
It is not uncommon for 75%-95% commissions to be offered; with even 125% in some cases (yes I know that doesn’t seem to make business sense but there are often back end products that make up the difference) and you really can’t blame affiliates for promoting these products rather than any others.
Now, I’m not saying this is a good or bad way of doing business, I’m just saying things like this can skew what, on the face of it, might be ‘obvious’ results … so, if you wish to ‘copy success’, by all means please do … but I would urge you to look very closely indeed at what you are using for your inspiration, just to be absolutely sure you know what it was actually successful for…